Honors College Senior Thesis Presentations
Suggested Predictors for Determining the Likelihood of Local Consumption
Academic Level at Time of Presentation
Freshmen
Major
Marketing/Entrepreneurship
Minor
Psychology
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Ismail Karabas
Presentation Format
Oral Presentation
Abstract/Description
As consumers are shown increasingly more products through online purchasing tools like social media, understanding the drivers of consumption has become vital for local marketers aiming to build successful brands. This study investigates how an individual's social standing/power influences the probability of local consumption, mediated by the halo effect and moderated by susceptibility to normative influences and product symbolism. Drawing on power distance belief theory, social influence frameworks, and the theory of planned behavior, we propose that those lower in social standing may have greater motivation to consume local products to enhance their social standing through the involvement of the halo effect, indirectly boosting consumption likelihood. However, this mediated relationship is contingent on the consumer's susceptibility to normative influence and the symbolic value attributed to the product. The details of this study will be determined later. This study will provide insights and actionable strategies for local brands use which will position local products effectively among socially conscious and symbol-driven consumers.
Spring Scholars Week 2025
Honors College Senior Thesis Presentations
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Non-Honors College
Suggested Predictors for Determining the Likelihood of Local Consumption
As consumers are shown increasingly more products through online purchasing tools like social media, understanding the drivers of consumption has become vital for local marketers aiming to build successful brands. This study investigates how an individual's social standing/power influences the probability of local consumption, mediated by the halo effect and moderated by susceptibility to normative influences and product symbolism. Drawing on power distance belief theory, social influence frameworks, and the theory of planned behavior, we propose that those lower in social standing may have greater motivation to consume local products to enhance their social standing through the involvement of the halo effect, indirectly boosting consumption likelihood. However, this mediated relationship is contingent on the consumer's susceptibility to normative influence and the symbolic value attributed to the product. The details of this study will be determined later. This study will provide insights and actionable strategies for local brands use which will position local products effectively among socially conscious and symbol-driven consumers.